Charlie Bass

Vice President of Sales, PureCars

I’m not telling you anything new when I say that the car buying journey has changed…a lot. With consumers relying on digital sources for shopping and research, dealers have gone from spending the majority of their advertising budget on traditional channels to spending the majority online. To win more customers, dealers need to track and understand the entire customer journey.‘Best guess’ advertising doesn’t work. Dealers need data-rich solutions that analyze their inventory, shopper behavior, market trends and more to serve the most relevant ad to the right shopper at the right time in their journey.

Thankfully, tools exist to help dealers understand the customer journey and clearly see the signals that influence sales. I’ll show you exactly how you can use these powerful tools to maximize ROAS (return on ad spend) and eliminate wasted ad spend. You’ll leave with an action plan to take your digital advertising to the next level, increase sales and boost your biggest profit center–parts & service.

Bio:

A lifelong car fanatic, Charlie’s passion for all things automotive led him to an exciting career in the industry. In 2003, Charlie began by helping dealers set up their first websites. From there, his career accelerated quickly when he helped Edmunds launch their first “Dealer Direct” sales initiative in markets coast to coast. At String Automotive, he was instrumental in the development of the Dealer Positioning System, which was ultimately acquired by Experian. Charlie joined PureCars in 2015 to help grow the SmartAdvertising platform, the success of which led to his current role as VP of Sales in 2017 and record sales in 2018. Charlie has a proven track record for helping dealers thrive in digital with his keen understanding of the industry and innovative ideas.